A deeper, more holistic understanding of the future of American communities

About the Project

Strong communities are a fundamental driver of sustainable economic growth in America. Vibrant communities provide a platform for higher quality of life and economic prospects for its residents; generating demand for goods and services; that in turn attracts investment and creates jobs. A sustainable growth cycle ensues.

Since 2011, The Demand Institute has conducted an in-depth research program to better understand the future of American communities. Our research shows that over half of American cities and towns will face significant economic challenges going forward. We believe that public and private sector organizations must join forces so that struggling communities and their residents are not left behind, to maintain a healthy and harmonious economy.

Providing location based, data-driven insights to understand communities’ future prospects for sustainability and growth; and forthcoming shifts in consumer demand driven by strengths and struggles across American communities;

Creating a platform for a vibrant dialogue amongst those with a stake in the future of American communities.

Publications

Housing is often the single most valuable and visible asset for US households. We studied 2,200 cities and towns in the US, and hundreds of metrics for each including their housing markets, to develop 9 profiles of American communities. There is a startling contrast in economic prosperity between successful and struggling American communities.

Nearly half of all American households plan to move at some point in the future. While some will move for a larger or nicer home, or perhaps to purchase a home for the first time, three out of every four movers report that a location consideration is a reason for moving.

For many Americans, housing is their biggest expense, but also their biggest asset. Despite this fact, most Americans are less than fully satisfied with their homes and communities as they are today. We refer to the gap between what is important to people in a home — and what they actually have — as the "Satisfaction Gap."

Baby Boomers will continue to have a significant impact on the economy and housing market over the next five years. But don’t expect this generation to stick to the script when it comes to retirement and housing decisions.

Our homes play a vital role in our lives, from the time we awake in the morning to when we return home from a long day at work or school. For many Americans their home is also their most valuable financial asset. But recently this has proved to be a rather volatile asset, and dramatic changes in home values have created stress for many Americans.